Research suggests less busy parents use AI more, but they may not trust it
Marketing expert and ‘champion of children’ on parenting with AI
EVANSTON, ILL. -- Amid the seasonal flurry of marketing and news proclaiming the hottest toys and gifts this season, many of Santa’s helpers (i.e. parents) are weighing the potential benefits against the risks of “smart” toys, from talking stuffies to the Alexa-enable Amazon Echo.
Medill Professor Lan Nguyen Chaplin, an expert in children's consumer behavior and branding, has conducted dozens of studies on the relationship between parents, products and child well-being. Her most recent project, focused on AI use among parents, reveals a counterintuitive insight.
“Many assume that the busiest parents, those juggling demanding jobs and family schedules, would be the first to rely on AI’s time-saving potential. But the data tells a different story: The parents who could benefit a lot from AI are often the ones who trust it least or lack the mental space to use it confidently,” said Chaplin, who explains her research in the Q&A below.
Q: Your newest research surveyed 416 employed parents in 2025 about their use of and feelings related to AI for education, emotional support and household management. Is it a surprise to find parents with more free time embracing AI?
A: This pattern captures what my co-author, Tom van Laer, and I call the “AI parenting paradox,” which is the idea that AI adoption is not driven by technical access or ability but by trust, which in this context rests on three ingredients:
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AI competence: the mental space to explore, learn and confirm that AI works
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AI benevolence: feeling safe enough to let AI play a supportive role at home
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AI integrity: the sense of control that turns AI from intrusive to empowering
When any of these factors run low, innovation stalls. Parents adopt new tools not because they need them most, but because they have the time and trust to integrate them meaningfully.
Q: Why did you undertake this study?
A: My co-author and I began this project after reading news stories about people forming romantic relationships with AI. We started to worry about how children might be affected by this technology, especially since AI is sometimes used to combat loneliness — and loneliness is something many kids experience, along with a desire to belong. We also wondered how AI is adapted by parents and who would be most open to using AI as a parenting tool.
Q: What most concerns you about parent-child relationships in the age of AI?
A: Maintaining the integrity of the parent-child relationship matters deeply to me, and I worry that leaning on AI to listen or comfort children might unintentionally undermine the warmth and emotional safety that only a parent or caregiver can provide.
No technology can ever replace the joy a child feels from a real hug, a high five, a fist bump or the sound of a caregiver’s genuine laughter and heartfelt congratulations — these moments are the foundation of a child’s self-worth and emotional strength. Nothing artificial can ever take their place.
Q: What is the role of gift-giving in fostering materialism in children?
A: In my research, I have found that when parents show love or reward children with material gifts — such as toys or money for good grades or scoring a goal — children are more likely to link happiness and self-worth to possessions. Repeatedly providing gifts may teach kids that acquiring things is central to personal success and self-worth, ultimately encouraging materialistic values as they grow up. To help prevent this, parents should focus on encouraging gratitude, generosity, and spending quality time together instead of relying on gifts as expressions of love.
Q: You think of yourself as a “champion of children.” How can marketing research be used to protect children and strengthen parent-child relationships?
A: Marketing research should be used to protect young audiences, not exploit them. When done responsibly, it helps us understand how children think, feel, and make choices, guiding companies, educators, and policymakers to make decisions that respect children’s growth and development.
Q: What guidance can you offer parents thinking about gifts for children age 3 to 8 this holiday season?
A: I’m not endorsing any products, but it’s wonderful when parents choose gifts like collaborative games that bring the family together and create lasting memories. If your child asks what you’d like for your birthday or Christmas, consider turning the moment into an opportunity to encourage generosity. Tell them about a charity that’s meaningful to you and suggest making a donation instead of buying you a present. Or, talk with them about people or causes they care about, and inspire them to help others rather than spend money on a gift for you.